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Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago.
Penny Gill is is President of PWG Communications Inc., White Plains, NY.
Table of Contents
Developing and Maintaining Profitable Customer Relationships
Participating in the Global Fashion Marketplace
Understanding the Fashion Consumer and Business Buyer Behavior
Building a Fashion Marketing Strategy
Creating a Company Marketing Strategy
Obtaining and Using Fashion Marketing Information
Creating the Right Relationships with Fashion Customers
Focusing Marketing Mix Elements on the Fashion Consumer
Branding Strategies for Fashion Goods and Services
Developing New Fashion Products and Monitoring their Life Cycles
Pricing: Identifying and Promoting Customer Value
Fashion Marketing Channels and Supply Chain Management
Fashion Wholesaling and Retailing (from a Marketing Viewpoint)
Communicating Fashion's Value through Promotion
Promoting Fashion Goods and Services
Promoting Fashion through Personal Selling and Direct Marketing
Fashion Advertising, Sales Promotion, and Public Relations